Tourismus Zentrale Saarland
Destinations

New Corporate Design for Saarland Tourist Office

Background
In Europe alone, more than 1,500 regions are in direct or indirect competition as they are vying for the attention of the consumer wanting to go on holiday. In order to be competitive in this environment, both clear branding and consistent communication are essential. With this in mind, the Saarland Tourist Office wants to pursue a standardised corporate design strategy reaching as far as districts and local communities.

Target Group
Local Tourist Offices in the Saarland / end consumers

Task
The task was to revise the present corporate design (logo, colourways) of the Saarland Tourist Office and – in terms of a consistent pattern of visual communication beyond the Saarland – to define the use of the logo within local communities and districts.

The use of the corporate design was to be explained to all participants in a simple and concise way by means of a handbook.

Solution

During revision of the corporate design, the requirements of local tourist offices were tied in with the marketing goals of the head office in Saarbrücken. The use of the logo was defined following the practices of the tourist offices, and the colours revised using existing elements and new ideas.

To ensure an error-proof communication of the new corporate design, the handbook was designed with a clear structure in mind, including only the most vital information.
Its clear layout and handy format should further contribute to making it easy to use.




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